“At CoverGirl we believe that makeup is so much more than a cosmetic – it’s a tool for self-expression. That’s the inspiration for our new brand purpose and campaign, ‘I am what I make up’,” added Ukonwa Ojo, senior VP of CoverGirl, Coty.

“As part of this mission, we need to show up for beauty lovers in compelling ways that resonate with how they absorb content and shop for products. This means being present when they are searching for inspiration to create whatever version of themselves they feel like being in that moment. This is why we decided to develop a tool that would allow them to try on full-face beauty looks, rather than a single product, and make these looks instantly shoppable.”

Jason Forbes, chief digital and media officer at Coty, added: “As a challenger in beauty, our goal is finding better ways to meet unmet shopper needs. Virtually trying on complete trending looks, without having to download an app or go to a store, are great examples of this. We’re excited to partner with Walmart on this initiative, giving online shoppers a specific and seamless path to purchase their favorite CoverGirl beauty looks.”

Holition's CEO, Jonathan Chippindale, said the SDK for the solution was originally developed for native platforms, such as iOS and Android, but the company has since ported the SDK using technologies including WebGL, WebAssembly, and WebRTC to allow users to experience the AR technology in a mobile web environment.